Remember the days when advertising in games was restricted to fixed billboards or rigid posters plastered on buildings? Sony dismissed such bland techniques when they invented Home. Later this week, Home users will get a taste of Sony’s innovative new plan for advertisements when the Red Bull Air Race space goes live.

The space will whisk users to a tropical island, bursting with sand and gaudy logos. It will also have branded airplanes that players are welcome to pilot in a racing format. Home’s community manager wrote on the PlayStation blog that “this is just the start” of what Sony plans to do with the space.

The Red Bull area’s arrival is just one of the new things Home will be getting this week. Ligne Roset and Diesel will receive their own stores in the Mall and two Resident Evil: Degeneration T-shirts are slated to arrive as well. These additions are exciting.